Change management at scale: how Shiseido is using data and AI

Shiseido is using innovation and technology to drive gradual transformation across all of its 26 brands to prepare them for the future.

Shiseido, the Japanese cosmetics business, is using huge volumes of data, artificial intelligence and a range of other digital tools to deepen its understanding of consumers and modernise a 140 year-old business.

Alessio Rossi, the company's New York-based...